You already know the idea: the social lie, the fiction that is acknowledged by all as a fiction, but it enables the group to exist, persist or even thrive.

Marketers need to understand the difference between a polite fiction and an inauthentic fraud and not use the former to justify the latter. Challenging a polite fiction, "CEO salaries are unearned and out of control" is a very effective story, especially if it’s told by a CEO, for example. Or Ben & Jerry’s could lead the way in the fight against heart disease, combatting the polite fiction that if a food has been around a long time and has a lot of goodwill associated with it, it must not be really really bad for you…